Speaking about the brief received by the client, Joono Simon, executive creative director, Mudra said, "Jockey, an international inner wear brand has a presence of over a decade in the country. Promising quality and comfort, it has grown to become one of the most trusted brands in its category. Jockey as a brand always stood for comfort for several years. However, this has become a category hygiene and the brand benefit was undifferentiated."
Simon says, that the agency was tasked with taking comfort into the lifestyle territory. "From the intrinsic Jockey feature of comfort we derived an attitude that magnifies as a larger lifestyle value," he adds.
The first burst of the campaign consists of 11 print ads. The media mix includes print, outdoor and TV.
View one of the print campaigns below:
Speaking about the TG of the campaign and the response received so far, Simon says, "Jockey as a brand always enjoyed the trust and loyalty of a wider demographic. Comfort is such a universal value that it appeals across age groups in both men and women. We just needed to make that relevant to the times. It’s just a week but there have been an overwhelming response from the consumers and the trade. It’s an endearing take on comfort."
"The campaign shows that when you are really comfortable in your second skin, you follow your heart without inhibitions. You become playful, relax without a care or simply shut off the world. With this thinking, the brand name was tied in. Thus was born ‘Just Jockeying’. It puts the brand name at the centre of communication and it stands for a philosophy reflects the just joking, just teasing, just fooling around spirit in all of us that makes for wonderful moments," adds Joono.
The creative team that has worked on the campaign includes Bobby Pawar, Simon, Sumitra Sengupta, Gopakumar Ravidran, Kanickaraj. S. and Akhilesh Bagri.